Set up conversion tracking

With AdWords conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups and more. The set-up process is different depending on the type of conversion that you’re tracking, so the first step in setting up conversion tracking would be choosing a conversion source, or where your conversions come from.

In this article, we’ll talk about the different conversion sources, and then you can follow the instructions for the kind of conversion tracking that you want to set up.

Before you start

If you want to find out more about the benefits of conversion tracking and how it works, see our article About conversion tracking.

Choose a conversion source

Conversion tracking helps you to see when your ads lead to conversions from the following sources. Click the links for instructions on how to set up the kind of conversions that you want to track.

Websites

What it means: Track when a customer completes an action on your website. This could be, for example, making a purchase, signing up for a newsletter, clicking on a button or any other valuable action a customer can take on your website.

Imports

What it means: Track when an ad click leads to a conversion in the offline world, such as a sale in your office or over the phone. To do this, you’ll import your conversions into AdWords by uploading a file or transmitting data through our API.

Tip: Track multiple kinds of conversions

Do you want to track multiple kinds of conversions from the list above? Just set up a different conversion action for each type of conversion that you want to track. For example, you can set up one conversion action to track purchases on your website, and another to track calls from your ads.

You can also set up multiple conversion actions for each conversion source. For example, let's say that you want to track two different actions on your website: purchases and newsletter sign-ups. You’d set up two conversion actions: one for the purchases and one for sign-ups.

If you’re tracking multiple conversion actions, you might want to use the “Include in ‘Conversions’” setting to choose which conversions to include in your “Conversions” reporting column. Find out more